I think it was Russell's intentions and idea that the gospel could be made marketable being a trained professional salesman.
He threw whatever he could find to place support into literature to capture the attention of the readers and of course to validate himself
as a spiritual leader. There was even in his day an exploitive sales pitch arranged to capture the people's attention at the door
to door work as the guide set out by the societies salesmen/colpertures as they were called then.
The ground work and the foundation of this corporation was set by him, once the potential power and money was realized
by people like J. Rutherford, he grabbed and held on to it for all its worth.
You might say they kept their eyes on the prize